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Year
Project
Social Media
2024
Rafael Sants
Planning
Design
Kevony
Copy
Fran Frias
Moodboard
Design and strategy
Grupo Raízes project demanded a deep and dedicated immersion in the local culture and a commitment to faithfully translate the essence of our client and communicate the new moment for the brand.
Our inspiration came from the colors, shapes, color grading, and lighting extracted from the store, the products, and the landscape of southern Bahia. Our unwavering dedication to the local culture ensured the project remained authentic, fostering engagement and connection with the company's mission.
Color palette
Typography
As a brand that produces decorative items from natural raw materials and carries out community social work focused on the employability of the female workforce, we decided that typography would be one of the central elements of the project. We opted for a humanistic font—which imitates handwriting—with soft curves and a more organic format, reflecting the shapes of the products and natural elements collected by Grupo Raízes.
To highlight and give an even more organic touch, we use variations in typography weight in titles, product names, team names, and other highlights. For longer texts, we opted for a heavier version of the font, preserving harmony and legibility. The combination of these elements refers to natural aspects and local crafts, drawing inspiration from the Vernacular Design present in everyday life in the region.
Photography setting
We carefully placed our products in a setting that validated the product and complemented the piece's design. This approach ensures that our design choices, from typography to photography, are seamlessly integrated and reflect our brand's values and inspirations.
Anthropometry
Our recommendation is photography based on human proportion as a reference for product size.
Concept
We set products against different environmental backgrounds and included a photo of the raw material and piece´s development processes.
Photobranding
The project
Raízes is a brand that participates in all stages of production of its items, from harvesting to final manufacturing, all manually. Through this work, women in the community work and learn alongside the group, achieving financial independence and developing an entrepreneurial vision. They also value knowledge that previously did not receive due recognition.
Due to its significant social impact on the community, the stakeholders perceived Grupo Raízes often as a cooperative or NGO. Apuan's strategic communication approach successfully positioned Raízes as an authorial brand with a strong social commitment, instilling confidence and reassurance among its audience.
Grupo Raízes
Located in Barra Grande, Maraú, Bahia, Grupo Raízes is a testament to the entrepreneurial spirit. They have harnessed the potential and skills of the women in the local community to manufacture decoration items.
Each manufactured piece carries a story of using manual ancient production techniques and harvesting raw materials.
Furthermore, Grupo Raízes establishes a new perspective on women's lives as they are responsible for generating economic development in their community.
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